This document discusses visualization tools for turning information into insights. It provides an overview of different types of visualizations including charts and graphs, data maps, diagrams, and infographics. Examples are given for each type of visualization along with the purpose they serve and tips on choosing the right graphic to convey a message effectively. A variety of online tools are also listed that can be used to create visualizations from data.

1. Visualization Tools for Turning
Information Into Insights
Marcy Phelps
Phelps Research
September 11, 2013
www.phelpsresearch.com
Twitter:
#websearchu
@marcyphelps 1

2. Slides/process map at
PhelpsResearch.com/resources
2

3. Information is a
commodity!
Can you be
replaced?
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4. We’re drowning in information!
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5. DIY Research
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6. What’s your value?
Information Insights
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7. Info Pro Info Analyst
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8. Info Pro Info Analyst
Patterns
Information flow
Comparisons
Relationships
Format for usability
SO WHAT?
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9. Information Visualization
Increasingly visual world
Information becomes
Readable
Logical/memorable
Usable
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10. Boring numbers
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11. Boring numbers
Insights!
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12. Choosing the right graphic
Tools for creating graphics
Tips for effective graphics
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Interactive vs. static
Charts and graphs
Data maps
Diagrams
Infographics
Word clouds
Dashboards
Images
Video
etc.

14. Numerical
data
• Chart
Geography
• Data map
Concepts
• Diagram
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15. Charts/Graphs
20% 25%
20% 35%
25% 40%
25% 50%
Bar 4
Bar 3
Bar 2
Bar 1
Say It With Charts: The executive’s guide to visual
communication, Gene Zelazny
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16. Step 1: What’s my message?
Step 2: Kinds of comparisons?
Component
Item
Time series
Frequency distribution
Correlation
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20% 25%
20% 35%
25% 40%
25% 50%
Bar 4
Bar 3
Bar 2
Bar 1

17. Component comparison
Percentage of a total
Share, percentage of total, accounted for
X percent
Pie chart
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18. Item comparison
Ranking of items
Larger than, smaller than, equal to,
exceeded, rank
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Bar chart

19. Time series comparison
Changes over time
Increasing, decreasing, fluctuating,
remaining constant
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Column chart
Line chart

21. Frequency distribution
Items within ranges
Range of, concentration, X to Y range
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Step column
or
Line chart

22. Correlation comparison
Relationship between variables
Related to, increases with, decreases with,
changes with, varies with
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23. Scatter/dot/bubble chart
Paired bar chart
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24. Tools for charts/graphs
Excel Chart Wizard
ChartGizmo.com
Google Developers Chart Wizard
(http://snipurl.com/27mnhv5)
DIYChart.com
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25. Data Maps
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Type of info?
No numerical
data
Pushpin
Multiple
symbol
Numerical
(Single field)
Shaded area
Shaded/Sized
circle
Multiple
symbol
Numerical
(Multiple fields)
Pie chart
Column chart

27. Pushpin map
Multiple symbol map
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28. Shaded area map
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29. Sized circle map
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30. Pie chart map
Column chart map
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31. Tools for data maps
Microsoft MapPoint
(http://snipurl.com/27mniz8)
Google Fusion Tables
(http://snipurl.com/27mnk8r)
Click2Map.com
Mapland
(www.softill.com)
SmartDraw.com
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32. DIAGRAMS
What’s your message?
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Web 2.0  Social Web

33. Purpose of graphic Graphic type
Show non-sequential
information
List
Show steps in a process or
timeline
Process
Show a continual process Cycle
Show a decision tree Hierarchy
Create an organization chart Hierarchy
Illustrate connections Relationship
Show how parts relate to a
whole
Matrix
Show proportional
relationships with the largest
component on the top or
bottom
Pyramid
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35. GroupGroup
1
Group 2
Group 3
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36. #1
#2
#3
#4
#5
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37. Tools for diagrams
SmartArt (Excel, Word, PowerPoint)
Gliffy.com
Microsoft Visio
(http://snipurl.com/27mnn39)
SmartDraw.com
OmniGraffle for Mac
(http://snipurl.com/27mnmt8)
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38. Tips for effective graphics
Start with the end in mind
Use only as needed
Who’s your audience?
Build templates
Keep it simple
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39. 39
3.55
3.35
3.32
3.20 3.30 3.40 3.50 3.60
Relevance of the
Topic
Value of the Content
Presentation Delivery
Please rate this program on the following:
(0 - 4 scale)
3.55
3.35
3.32
Relevance of the
Topic
Value of the Content
Presentation Delivery
Please rate this program on the following:
(0 - 4 scale)

40. www.PhelpsResearch.com 40
Se
ri…Relevance of the
Topic Value of the Content
Presentation Delivery
Please rate this program on the following:
(0 - 4 scale)

41. Ready-to-use info graphics
Eurostat
(http://snipurl.com/27mno44)
The World Bank: Data
(http://data.worldbank.org/)
American FactFinder
(factfinder2.census.gov)
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42. MarketingCharts.com
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Choosing the right graphic

45. Thank you!
PhelpsResearch.com/resources
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